TfL launches £20m traffic charge pitch

Transport for London (TfL) is inviting agencies to pitch for a £20m project promoting London Mayor Ken Livingstone’s proposed congestion charges for the capital.

As TfL is a separate contracting authority from the Greater London Authority, the pitch is not limited to the three agencies – BMP DDB, Soul and Euro RSCG Wnek Gosper – on the GLA roster, which was drawn up last month following a pitch.

The GLA is believed to be spending £20m over two years on a campaign to inform the public about the controversial scheme, which would impose a charge on cars travelling into central London.

The campaign is likely to feature TV, print, radio and outdoor advertising. While the ads will mainly run in London, the campaign will include national, and possibly international executions to inform visitors to the capital of the scheme.

Livingstone has yet to reveal details of the scheme, which is expected to be introduced some time between August 2002 and January 2003, but it is likely to levy a £5 daily charge on motorists driving into certain parts of London.

TfL is one of four functional bodies of the GLA, along with the London Development Agency, the London Fire and Emergency Planning Authority and the Metropolitan Police Authority.

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